The next revolution in marketing is a move from a top-down interruptive advertising approach to a more bottom-up orientated approach using network-enhanced word of mouth. So brands move from a ‘command and control’ consumer communication approach to a ‘connect and collaborate’ approach.”

You can use blogs for specific campaigns or for long-term brand recognition; to build customer relationships; to address specific issues or problems; and even for customer service related issues, such as technical support.
One good way to see if blogs are right for your company is to launch a blog in conjunction with a marketing campaign or new venture that has a short-term end date. Blogging for two or three months can give you a taste for the workload and the payoff. Or send your product to active bloggers to try; if they find it useful, they’ll probably blog about it.

If you’re looking for ideas for how you might use a blog at your company, take a look at how blogs and buzz marketing came together for these companies.
As you contemplate starting your business blog, you need to consider several nontechnical factors. For example, just who is going to write this blog? How often are they going to post an entry? Will the blogger be edited, and if so, how can it be done so that your blog doesn’t lose immediacy and personality?
Most importantly, just what are you trying to achieve with this blog, anyway? Starting a blog just to have one is a waste of your time and your readers.
Before you begin to develop a business blog, define a purpose or goal for your blog. A good blog tells readers what they need to know and also tells you what they need to know.
As you contemplate starting a blog that can build buzz about your company, realize that what you’re really doing is creating a new relationship with your customers.